The article discusses the phenomenon of ‘choice overload’ or ‘decision fatigue’ experienced by online shoppers due to the vast array of options available on e-commerce platforms. It highlights how the abundance of choices, while initially perceived as advantageous, can lead to cognitive strain and decision paralysis. Key points include: 1) Excessive choices can trigger a psychological phenomenon known as ‘choice overload,’ where individuals struggle to make decisions due to information overload. 2) This can result in decision fatigue, anxiety, and dissatisfaction with the chosen option. 3) Retailers employ tactics like personalized recommendations and curated collections to simplify the decision-making process. 4) Experts suggest setting personal criteria, limiting options, and leveraging decision aids to combat choice overload. 5) The article emphasizes the importance of finding a balance between providing sufficient choices and avoiding overwhelming consumers.